MailCharts Data Glossary

Important MailCharts terms are defined to help you interpret the data and make informed decisions.

Standard attributes

• company_name
  • The name of the company, e.g., “Acme Corp.”
• month | week
  • Determines the interval of the export
• count
  • Number of total emails received by MailCharts over week|month interval
• promotional
  • The percentage of emails that contain a promotion—for instance, if 5 out of 10 emails include “save $10” — this value would be “0.5” (50%)
• subject_line_promotion
  • The percentage of emails that contain a promotion in the subject—using the previous example, if only 1 out of the 10 emails had the “save $10” in the subject line—this value would be “0.1” (10%)
• mobile_optimized
  • Percentage of emails that are detected to be mobile optimized
• reading_time_seconds
  • The number of seconds it would take to read all the words in the email, assuming a reading rate of 240 words per minute.
• avg_hour_of_day
  • The average time of day emails are sent using 0 (12 a.m.) through 23 (11 p.m.)
• most_popular_day_of_week
  • The day of the week that most emails are sent.
• animated
  • Percentage of emails that are detected to have an animated GIF
• subject_line_emoji
  • Percentage of emails that are detected to have an emoji in the subject line
• word_count
  • Total number of words in the email
• dkim_pass
  • Value for DKIM email deliverability validation.
• spf_pass
  • Value for SPF email deliverability validation.
• no_reply
  • Determines if the sender uses “no-reply@” as their sending address.
• preheader_optimized
  • The percentage of preheader (the first 75 characters) uses “wasteful” words like `view in browser` — optimized preheaders make use of this space to promote content, promotions, products and more!
• free_shipping
  • The percentage of emails containing “free shipping” promotions in the subject line (note: this is specific to the subject line *only* as the body of the email often can have free shipping language)
• average_percent_discount
  • The average percentage off for all promotions that are discounts—for example if 10 emails had 5 discounts for 20% off, and 5 discounts with 30% off—this value would be “25%” as it is the average of all the percentage off discounts.
• average_currency_discount
  • The average currency (dollars) off for all promotions that are discounts—for example if 10 emails had 5 discounts for $10 off, and 5 discounts with $20 off—this value would be “$15” as it is the average of all the currency (dollars) off discounts.
• sensible_image_rate
  • The percentage of emails that fall below 800kb—which is a recommended total image size for emails to maintain easy to load for users on slow connections and mobile phones.
• gmail_friendly_html_weight_rate
  • The percentage of emails that fall below 102kb—which is the file size whereby Gmail will “snip” an email causing the email to look cut-off or render improperly.

Promotions

• subject
  • The subject line of the email
• sent_at
  • The time and date the email was sent
• preheader
  • The first 75 characters of the email.
• full_text
  • All of the text, including @alt attributes for images, of the emails
• promotion_type
  • The type of promotion detected, options are:
    • discount_percentage: “save 20%”
    • discount_absolute: “$10 off”
    • bogo: “buy one, get one free”
    • free_shipping: “free shipping this weekend!”
• promotion_value
  • The amount discounted in the promotion—e.g., “save 20%” => value: 20
• promotion_string
  • The promotion string detected, e.g., “save 20%”
• promotion_source
  • Where the promotions were detected, options are:
    • subject: Promotion in the subject line
    • html: Promotion is in the body of the email